Mainstreaming Sustainability
The importance of Sustainability and Sustainable Development is widely acknowledged. Companies, governments, and all kinds of establishments demonstrate their ambitions day by day to show that they are keeping up with ‘trends’, not only because it is known that the current rate of consumption cannot be kept up in the long-term, but because they have ethical responsibility for people and the planet (CIWEM, 2012).
However, according to the Chartered Institute of Water and Environmental Management (CIWEM, 2012) people feel threatened that such new ways would create worse quality of lifestyle, decrease their country’s economic competitiveness and political power. It is said that it is due to the misconception that Sustainable Development is considered a factor that slows ‘normal’ development. This is a highly controversial issue, as people are getting mixed signals, they are told that efforts are maximised to create a better, greener, even happier economy, but at the same time this change is being delayed as sustainability is viewed as a ‘luxury’, an approach for which governments lack the financial coverage, and therefore, the restoration of previous (before the current financial crisis) consumption rates enjoys priority (CIWEM, 2012). This mentality almost certainly will not do two things: make things greener, and inject sustainability into the mainstream.
Its importance is highlighted by the Stern-review that clearly states that the longer real actions take, the bigger price (monetary price) we are going to have to pay for the consequences.
The good news is that businesses have the power to help normalise green values, which could even be an opportunity create brand-loyalty (Guardian, 2013a).
For instance, Patagonia, an outdoor clothing store came up with the slogan ‘Don’t buy this jacket’. What is more surprising (for us, consumers) than hearing that we should not purchase a certain product? This clever idea is a win-win however, as consumers cannot help but investigate what is behind such a twist and give their attention and time, and on the other hand, they are likely to learn a lesson about sustainability and the appreciation of owning a new product – especially young people (Guardian, 2013b). Levi’s took a different, but equally unexpected approach towards sustainable education: the company is telling people that it is often unnecessary to wash their favourite pair of jeans, and therefore having them decrease the carbon footprint of maintaining their clothes (Guardian, 2013a).
But it is not only their products that matter. Businesses have the power to ensure that the other companies they work with care about the long-term consequences of their actions: they can fit the ones that have similar ambitions into their supply chain.
Most importantly: companies have access to the mainstream and can therefore change it.
If you would like to buy more sustainable products for any part of your daily life, take a look at Energy Saving Warehouse’s range, which are all accredited to the highest environmental standards.
References
HM Treasury (2006)‘Stern Review: The economics of climate change’ (report) [online] Available from: http://mudancasclimaticas.cptec.inpe.br/~rmclima/pdfs/destaques/sternreview_report_complete.pdf
CIWEM – The Chartered Institution of Water and Environmental Management (2012) ‘Mainstreaming Sustainability’ (report) [online] Available from: http://www.ciwem.co.uk/policy-and-international/current-topics/sustainable-development.aspx
Guardian – Sustainable Consumption: why brands should take the lead (2013a) [online] Available from: http://www.guardian.co.uk/sustainable-business/sustainable-consumption-brands-take-lead
Guardian – Young consumers hold the key to sustainable brands (2013b) [online[ Available from: http://www.guardian.co.uk/sustainable-business/young-consumers-key-sustainable-brands
